The digital world is constantly changing and growing, and if there’s one thing we can always count on in digital marketing, it’s that it’s not going to be the same from day to day. Algorithms are always learning and updating, user experience is one of the most important pieces of your digital presence, and authenticity is more and more important every day. People don’t like to be “sold to” even if they are looking for a product or service. They don’t want to hear about how amazing your product is, they want to hear how you’re going to make their life easier. And this is going to be key with Google’s new Search Generative Experience (SGE). Right now, it’s still in the testing phase, but it is a search experience that uses generative AI to provide users with a more conversational approach to search results. What does that mean? Let’s dive in.
First of all, what does it mean to have a more conversational approach to search results?
It’s no secret that Google has been using AI in some form for years. If you misspell something in your search query, Google uses AI to fix the spelling and provide you with relevant results quickly regardless of any misspellings. Now, they are harnessing the power of AI to provide more information to users from a single search. Google’s SGE can provide a clear overview of a variety of tasks such as getting how-to instructions, getting answers to questions, discovering topic overviews, and more without having to click on individual web pages. So, if you’re searching for where to go for a summer vacation, you used to see sponsored websites, then organic results that would take you to blogs, booking sites, and hotels in popular vacation spots. Now, you will find a list of suggestions with a brief description with a list of sources the AI used to find the information. You can even ask follow-up questions after you get the results to refine or expand on your search.
How does it all work? Well, we can help with that too.
Generative AI uses large language models (LLMs) to provide information. These LLMs are trained on a huge amount of data. One of the best-known LLMs is GPT-4 which powers Bing and ChatGPT. Google uses a variety of LLMs that enable them to further optimize and fine-tune the models to meet users’ unique needs. However, SGE has also been trained to carry out specific tasks related to Search. This includes finding high-quality web results that corroborate the provided information and is used in conjunction with Google core ranking systems for reliable results. Google understands their users want trusted information when they search, and that’s why they are utilizing human input and training with their SGE outputs. Having a human touch has always been important and Google isn’t taking that out of the equation. But what does this mean for businesses?
Well, it means authenticity and storytelling on your website will be incredibly important. The goal of the Search Generative Experience is to give a quick overview of the topic without going into too much detail. It is meant to streamline the process of gathering information so users don’t feel overwhelmed by the hundreds of links that are normally provided when a search is done. Once the SGE results are shown you can expand to see the sources and dive deeper into those results. The hierarchy of results, once SGE is live, will be conversational results, sponsored results, and then organic. You need to have an informative and authentic website. Having content that builds trust and has first-hand experiences will start taking over the search results. Brands need to start thinking like their audience. If you were searching for your product or service, how would you search for it, and what information would you want to see? While SEO will still be important, how you adapt that SEO into valuable content is going to take priority over standard SEO practices. Showcasing user-generated content, reviews, and other first-hand experiences will help add depth to your website and build trust among potential customers. You can also leverage your social media to provide valuable information to potential customers.
If you want to get ready for Google to release SGE to everyone, we can help! Here at Hexcode, we take staying ahead of the game very seriously. That’s why we hire experts that focus on their area of expertise. This means our graphic designer don’t try to code your website, and our social media experts focus solely on social media and the daily changes of the platforms. If your website needs an SEO facelift we can help. We can turn your website into a treasure trove of valuable information that your potential customers will grow to trust and count on your brand to give them what they want. If you’re looking for a digital marketing agency and you’re local to Wichita, let’s grab a coffee! If you’re not local let’s jump on a call and start your journey to a digital presence that will help your business grow and stand out from the competition.
